accreditation demonstrating professionalism

Accreditation Demonstrating Professionalism

Saint John, New Brunswick, June 2011

CPRS Accreditation Program

APR – You Know You Waant It!

• #cprs2011

• #philipmulder

Philip Mulder, APR, FEC Regional Examiner – Prairies

Director Communications

The Association of Professional Engineers, Geologists and Geophysicist of Alberta (APEGGA)


Welcome Special Guests

• John Kageorge, APR

• Diane Riddell, APR


Door Prizes!

• Must be here to win

• Donated by The Association of

Professional Engineers, Geologists and

Geophysicists of Alberta (APEGGA)

• Your information will be passed along to local Society Accreditation Chairs


Why Seek Accreditation?

Attributes of Accredited PR Practitioners

include:

• A sound knowledge base in PR

• Ability to analyze and solve complex problems

• Superior communications skills

• Demonstrated professionalism

• An understanding of the impact of PR on society

• Ethical behaviour

• Desire for and commitment to life-long learning


Why Seek Accreditation? (cont’d)

• APR recognized across North America

• Denotes high professional, educational and ethical standards

• Denotes leadership, professional judgment and communication skills

• Indicates the ability to manage and strengthen relationships between an organization and its publics and stakeholders


Why Seek Accreditation? (cont’d)

Diane and John:

• Why did you decide to become Accredited with CPRS?

• What do you value about:

A) the process

B) having the designation


Testimonials!

Don’t just take our word for it – read

the testimonials!


The Accreditation Process

What is involved?

• An application

• A work sample

• A written exam

• An oral exam


How Will You Know You Are Ready?

You will be ready for the process when:

• You have five years or more public relations experience

• You are a strategic thinker, problem solver and can

analyze and think on your feet

• You know how to use the RACE formula

• You can communicate effectively

• You know how to manage


Public Relations Defined

• Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest.

(Flynn, Gregory & Valin, 2008)


Accreditation Preparation

How best to prepare?

• Make sure you have the strategic experience to enter the process • Review previous exam questions • Read work samples in the CPRS National Resource Library • Look at how exams are marked and take note of examiner feedback • Look for someone who can be your mentor • Determine the best work sample case you can present


It’s All on the Website

You will find all this info on the website: • Accreditation Handbook • Study Guide • Body of Knowledge • Reading List • Actual written exam answers • Question and answer guidelines for previous written exams • Examples of actual work samples • Examples of oral exam questions • Links to the National Resource Library at Mount Royal University • Contact information for Accreditation Chairs • Marking sheets, marking guidelines and comments sheets for oral, written and work sample marking


Accreditation Preparation

John and Diane:

• What approach did you use to prepare for the Accreditation process?

• What is your SINGLE best tip to those preparing for accreditation?


Who Governs the Process?

Volunteers, supported by national office:

• Accreditation Council

• Regional Examiners

• Local Society Accreditation Chairs


Governance


Your Journey to Accreditation

The journey has four measurement points:

1. Application

You complete a work sample overview and pre-qualification form

2. Work sample

You prepare a case study approach of your best work

3. Written Exam

You write a three and a half hour exam that tests your knowledge and experience

4. Oral Exam

You prove to your peers that you know your stuff and can think on your feet


Key Dates

• December 1

• January 31

• April 1

• October

• December

Application deadline

– Your eligibility confirmed

– Work Sample deadline

– Third Friday and Saturday = Exams

– December – formal notice of your performance


How and When do You Apply?

1. Application Form - December 1

• You need at least five years full-time public relations experience

• You need three references (two must be current APRs)

• You need a current resume

• You must be a current member of CPRS

• You need to complete an application form

• You need to pay a $400 fee (plus federal and provincial taxes) to participate in the process and may be required to pay an additional $50 fee to re-apply, if you fail

• You must be pre-qualified by submitting an outline of your work sample for review

• Your eligibility will be confirmed by formal letter by January 31


What About the Work Sample?

2. The Work Sample - April 1 • You must create a case study or analytical discussion of your best work detailing the planning, execution and evaluation of the project within the last two years [500-word abstract / 2,500-word main body] and submit by email or hard copy

• You must include measureable objectives and a budget

• You must demonstrate an understanding of research

• You must demonstrate sound public relations practice and the RACE

• You must communicate effectively

• You must demonstrate an understanding of ethics

• Spelling and grammar count!


What About the Written and Oral Exams?

3. Written Exam - October

• National examinations take place third Friday and Saturday

in October each year

• Held in computer labs in colleges or universities

• Regional examiners finalize location arrangements with assistance

of local Society Accreditation Chairs


Written Exam

Invigilator is present to administer the exam:

• 3.5 hours long

•Spelling and grammar count – edit / proofread


Written Exam (cont’d)

Testing on: – History

– Theory

– Fundamentals of practice

– Professional ethics

Three sections: – Professionalism

– Communications planning

– Public relations and society


Oral Exam

You will meet with a panel of APRs:

• three examiners, at least one in person

• 45-60 minute conversation around - your work sample - current events - ethics - general knowledge

• poise and deportment count!


Who Does the Grading?

You will be graded by APRs:

• APRs who have had the designation for at least five years

• APRs who have attended grader orientation session

• Work samples and written exams are graded outside of the

candidate’s region, whenever possible

• Standardized marking sheets used • Feedback is provided. All final grades include scoring summaries and comments


Possible Outcomes

• Pass - Work sample = 60%

- Written exam = 60%

- Oral exam = 60%

- Overall = 65%

• Weighting of marks (out of 100 per cent) – Work sample = 20%

– Written exam = 45%

– Oral exam = 35%


What if You Don’t Pass? :(

You may appeal:

• If you achieve between 55-60 per cent, then new graders will be assigned

• If you fail the work sample. You may request coaching from the Chief Examiner to get your work sample grade up to 60 per cent so that you can proceed to the written and oral exams


What if You have to Re-do the Process?

If you have to re-do the entire process: • Your work sample project must reflect work in the past two years

• If you fail the exam, you only have to take the exam again

• If you fail the oral, you only have to take the oral again

• There is a nominal re-take fee

• You may try the process three times

• If you are unsuccessful after your third try you must take one-year

hiatus after which new application with full fee and references

required


You May Defer for a Year

All candidates have the opportunity to defer:

• You may defer for a year upon request

• Presiding Officer decides

• Two-year window maximum for all components with no financial penalty

• Work sample cannot be stale (i.e. two years or less – start to finish)


Success! :)

How will you know that you have succeeded? • Candidates who receive over 60 per cent on each exam element and a total grade over 65 per cent attain accredited status

Accredited members: • may use the APR [accredited, public relations] designation • will receive a certificate and pin at the CPRS National Conference • will be recognized in the CPRS membership directory and on the national website

• will be recognized in a newspaper advertisement


The Chief Examiner’s Advice

Advice for success: • Find someone to mentor you through the process

• Read the Accreditation Handbook

• Be up to-date on current events

• Study the marking guideline

• Pay close attention to word count in the work sample

• Pay attention to format (follow the simple rules of business writing)

• Pay attention to spelling, grammar and syntax

• Conduct mock exams with Accreditation Chair and other candidates

• Communicate and help each other


Thanks!

• National Office Staff

• APRs Diane Riddell and John Kageorge

• All of you for considering Accreditation

• APEGGA for the door prizes


Contact Information

Chief Examiner: Kathy Malley APR – Phone: (506) 859-8591 – Email: [email protected]

National Office: Larisa Morton (currently on mat leave)

in her absence, Barbara Sheffield, APR, FCPRS until April 1, 2012 – Phone: 1-416-239-7034 – Email: [email protected]

Accreditation Chairs: - www.cprs.ca/accreditation/e_chairs.asp

Presenter: Philip Mulder, APR, FEC

- [email protected] - @philipmulder


Door Prizes! <3

• Must be here to win

• Donated by The Association of Professional

Engineers, Geologists and Geophysicists of

Alberta (APEGGA)

• Your information will be passed along to local Society Accreditation Chairs


Questions, Answers and Comments

• Now it’s your turn for questions and comments

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